Nirmal Singh Kingfisher Final Project

8/9/2019 Nirmal Singh Kingfisher Final Project

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BRAND BUILDING ACTIVITIES AND PERSONAL ACTIVITIES OF

KINGFISHER WITH SPECIAL REFERENCE TO JAIPUR CITY.

A Study ProjectSubmitted to Sinhgad Technical Education Society in partial fulfilment of the requirements for the

Award of Post Graduate Diploma in Management

2008 2010

Submitted by: Under Guidance:

(NIRMAL SINGH) (Prof. SHANTA ARAKERI)

SINHGAD INSTITUTE OF BUSINESS ADMINISTRATION

AND COMPUTER APPLICATION LONAVALA


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DECLARATION

I hereby declare that the following document project titled, BRAND BUILDINGACTIVITIES AND PERSONAL SELLING ACTIVITIES OF KINGFISHER WITH

SPECIAL REFERENCE TO JAIPUR CITY is an authentic work done by me as a part of mystudy at Jaipur.

To the best of my knowledge & belief, it is an original piece of work and is thesheer outcome of my own efforts under the vigilant guidance of my guides; the report has not

either in full or in part has been submitted to any other institution for the award of any othercourse.

I under took the project as a part of my course curriculum of PGDM program atSinhgad Institute of Business Administration and Computer Application,Lonavala.

Date: - NIRMAL SINGHSIBACA, LONAVALA


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C E R T I F I C A T E

This is to certify that the Project Report entitled Brand Building Activities &Personal Selling

Activities of Kingfisher with special to Jaipur City in KINGFISHER ICEBERG

FOODS LIMITED is the bonafide work carried out by RAJAN SONI student of PGDM of

Sinhgad Institute Of Business Administration & Computer Applications, Lonavala for the

fulfillment of requirements for the award of PGDM .

He has worked under our guidance and direction. His Work is found to be

satisfactory and complete in all respect.

Director Signature of Guide

Dr.Parag Kalkar Prof. Shanta Arakeri

Date:

Place: Lonavala


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PREFACE

Barring price wars among the leaders, nothing marked the FMCG

sector.

The King of Good Times is Indias best-selling beer, and from Mumbai to Delhi,the locals guzzle through millions of bottles annually. But although the brandcommands up to 25% of its domestic market, unless youve visited India or are a

part-time connoisseur of curries, you may not have recognized Kingfishers qualitiesas the perfect accompaniment to a chicken Vindaloo.

As my area of interest is marketing,

The project was provided to me titled

Brand Building Activities and Personal Selling Activities of Kingfisher withspecial Reference to Jaipur City.

So that I can understand and learn the marketing skills in FMCG sector

I did my summer internship at Kingfisher Icebergs Foods Ltd., Jaipur, under theguidance of Mr. Mayur Tiwari (Regional Sales Manager) and Mr. SurendraChoudhary (Area Sales Manager).

I am please to work in this esteemed organization.

I have tried my best to make this report a reader friendly & also did my level best tofulfill the objective of the summer training.


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ACKNOWLEDGEMENT

Some Says Managers are born and some says managers are made. I was also in some dilemmabefore commencing my summer internship. But after the successful completion of my summerinternship I came to know that managers are made if they are guided properly and are motivated towork willingly towards fulfillment of specific goal.

It is with a sage sense of gratitude, I acknowledge the efforts of whole hosts of well - wishers whohave in some way or other contributed in their own special ways to the success and completion ofthis project.First of all, I would like to thankDr. Parag Kalkar(Director, SIBACALONAVALA) who hasgiven me opportunity to this project work. I am also thankful to Prof. Atul Pise, who helped me alot to complete this project work.I would like to thank also to Mayur Tiwari (RSM JAIPUR) Jaipur, from the bottom of my heart,without his help it would have been a dream only to carry out the project work. He is the onlyperson who takes all decisions by considering everyones view. He is the person who takes care ofthe sales of Kingfisher of Rajasthan state and always motivates people to increase sales. He alsomakes new strategies time and again to give Kingfisher some edge over competitors. One can sayhe is the one-man army of Kingfisher, Jaipur branch.My profound sense of obligation goes to Mr. Surendra Singh (ASM Jaipur) who takes care ofthe supply of 20 liters jar of packaged drinking water. He also gives proper guidance to allmanagement trainees and staff.All the sales officers of ICE BERG FOODS LTD. JAIPUR who have helped me a lot during thecourse of my project. They were of great help to me in every aspect and enlivened us to win theproblem head that I faced during this project.At last I convey my sincere thanks to KINGFISHER, JAIPUR for their helping hand that I alwaysfound extended to me whenever I needed.

NIRMAL SINGH


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TABELS OF CONTENTS:-

S.NO. CONTENT PAGE NO.

1 Introduction about project 7

1.1 Overview of industry as a whole 10

1.2 Profile of the Organization 11

1.3 Problems of the Organization 19

1.4 Competition Information 20

1.5 SWOT Analysis of the organization 22

2 Research methodology 24

2.1 Objective 25

2.2 Scope of the study 25

2.3 Method of study- sampling 25

2.4 Methodology 26

2.5 Limitations 30

3 Conceptual discussion 31

4 Royal Crown Cola 325 Data Analysis 34

6 Findings 45

7 Conclusion & Suggestion 48

8 Appendices 50

To Dealer

To Customer

Exhibit 1

Exhibit 2

9 Bibliography 55


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Introduction about the project

Project Title:-

Brand Building Activities & Personal Selling Activities of Kingfisher with special referenceto Jaipur City.

Name of the Organization:-

UNITED BREWERIES GROUP (UB GROUP)

Name of the Company:-KINGFISHER LIMITED

Manufactured & Marketed By:-

ICEBERG FOODS LIMITED

Project Head & Supervisor:-

Mr. Mayur Tiwari (Regional Sales Manager)


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CHAPTER I


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EXECUTIVE SUMMARY

India is the largest democracy in the world with a stable political system. India is the second

fastest growing economy in the world with the GDP growth rate peaking to 9.2% in the year

2006-07. This USD 1 trillion economy with a wealthy middle class population of 300 million

gives a healthy market.

My project was to support sales promotion for ICEBERG FOODS LIMITED. It was carried

out in JAIPUR. The place is heavily industrialised. So, most of the people were aware of our

product. Main work of the project was to cover all the retailers and approaching them

personally. It was done because of unawareness of the products characteristics.

Going to retailers and asking them to keep our product in front. So that people

can try that. Different markets were covered and firstly, survey was done that where our

product is in more demand. It was seen that demand was more in those places where youth

was held. Jaipur is having many management colleges. It was easy to pass the information

very fast. As seen during the project that demand of RC COLA was increasing as earlier they

were not having knowledge of it before.

The perception was that it is a soft drink. My work was to emphasise on those

work which can spread information very fast.

So it was only retailer who works as bottle neck in whole distribution channel. My work was

to handle them and convincing them going personally. According to survey I gave time to

those places where penetration was more.

The study has to be made to improve the Kingfishers market potential in the Jaipur

market in retail segment, and for this you have to undertake the project title:


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1.1 OVERVIEW OF AN INDUSTRY AS A WHOLE

INTRODUCTION

Soft drinkmarket size for FY00 was around US$270 million. The market witnessed 5- 6%

growth in the early90s. Presently the market growth has growth rate of 7- 8% per annum

compared to 22% growth rate in the previous year. The market size for FY01 is expected to

be 7000 mn bottles.

SOFT DRINK PRODUCTION AREA

The market preference is highly regional based. While cola drinks have main markets in

metro cities and northern states of UP, Punjab, Haryana etc. Orange flavored drinks are

popular in southern states. Sodas too are sold largely in southern states besides sale through

bars. Western markets have preference towards mango flavored drinks.

Growth area promotional area

The government has adopted liberalized policies for the soft drink trade to give the industry a

boast and promote the Indian brands internationally. Although the manufacture of

international brands like Pepsi and Coke is enhanced in India the local brands are being

stabilized by advertisements, good quality and low cost.

The soft drinks market till early 1990s was in hands of domestic players like Campa, Thumps

Up, and Limca but with opening up of economy and coming of MNC players Pepsi and Coke

the market has come totally under their control.


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Types

Soft drinks are available in glass bottles, aluminum cans and PET bottles for home

consumption. Fountains also dispense them in disposable containers Non-alcoholic soft drink

beverage market can be divided into fruit drinks and soft drinks. Soft drinks can be further

divided into carbonated and non-carbonated drinks. Cola, lemon and oranges are carbonated

drinks while mango drinks come under non carbonated category.

The market can also be segmented on the basis of types of products into cola products and

non-cola products. Cola products account for nearly 61-62% of the total soft drinks market.

The brands that fall in this category are Pepsi, Coca- Cola, Thumps Up, diet coke, Diet Pepsi

etc. Non-cola segment which constitutes 36% can be divided into 4 categories based on the

types of flavors available, namely: Orange, Cloudy Lime, Clear Lime and Mango.


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1.2 Profile of the organization

UNITED BREWERIES GROUP (UB GROUP)

United Breweries Group

Based in Bangalore, is the world's 2nd largest brewer and the largest in India. The company

markets most of its beer under the Kingfisher brand and has also launched Kingfisher Airlines, a

domestic airline service in India.

The group is headed by Dr. Vijay Mallya who is also a member of the Indian Parliament. United

Breweries now has a near-monopoly over the Indian brewing market, thanks to its recent takeover

of the rival Shaw-Wallace company. The group owns the Mendocino Brewing Company in the

United States.


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HISTORY

The UB Group was founded by a Scotsman, Thomas Leishman in 1857. The Group took its initial

lessons in manufacturing beer from South Indian based British breweries. At the age of 29, Vijay

Mallya was elected as the company's first Indian director in 1947. After a year, he replaced R G N

Price as the chairman of the company.

United Breweries made its initial impact by manufacturing bulk beer for the British troops, which

was transported in huge barrels or "Hogsheads". Kingfisher, the Group's most visible and

profitable brand, made a modest entry in the sixties.During the 1950's and 60's, the company

expanded greatly by acquiring other breweries. First was the addition of McDowell as one of the

Group subsidiaries, a move which helped United Breweries to extend its portfolio to wines and

spirits business. Strategically, the Group moved into agro-based industries and medicines when

Mallya acquired Kissan Products and formed a long-term relationship with Hoechst AG of

Germany to create the Indian pharmaceutical company now known as Aventis Pharma , the Indian

subsidiary of the global Pharma major Sanofi-Aventis.


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THE LOGO

The Pegasus, which is the symbol of the United Breweries, first found its place as the Group logo

in 1940. Then, the Helladic horse associated with beer and nectar in Greek mythology- carried a

beer cask between the wings, ostensibly because beer formed the core operations of the Group.

Later, the beer cask was removed to represent the Groups multifaceted operations. Now, it is just

the Pegasus.


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PRESENT SCENERIO

Sales of the United Spirits Ltd. are expected to exceed 60 million cases during the fiscal year

2005-06 making the Group the third largest manufacturer of Spirits products in the world. In

addition, USL is one of only three in the world to own seven millionaire brands and at least five

brands rated by Drinks International, UK, to be amongst the ten fastest growing brands in the

world in their respective categories. The market share of the Spirits Division in India is currently

60% and exports to the Middle East, Africa and Asian countries are growing rapidly.

The UB Groups Brewing Entity - called United Breweries Limited (UBL) - has also assumedundisputed market leadership with a national market share in excess of 50%. Through a process of

aggressive acquisition and market penetration, The UB Group today controls 60% of the total

manufacturing capacity for Beer in India. The flagship brand, Kingfisher is now sold in over 52

countries worldwide having received many accolades for its quality.

With plans to becoming a global player United Spirits Ltd. (USL), the flagship of the UB group,

purchased the Scottish distiller Whyte and Mackay in May 2007 for 595 million (Rs. 4,800

crore). This would bring the brands of W&M like The Dalmore, Isle of Jura, Glayva, Fetter cairn,

Vladivar Vodka, and Whyte & Mackay Scotch under its portfolio.

The UB group is also into manufacture of Fertilizers. The group company Mangalore Chemicals

and Fertilizers Limited (MCF) has factory at Panambur in Dakshina Kannada district of Karnataka.


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KINGFISHER LIMITED

The King of Good Times is Indias best-selling beer, and from Mumbai to Delhi, the locals

guzzle through millions of bottles annually. But although the brand commands up to 25% of its

domestic market, unless youve visited India or are a part-time connoisseur of curries, you may not

have recognized Kingfishers qualities as the perfect accompaniment to a chicken Vindaloo.

However, all that could change in the future as Kingfishers owners, United Breweries, have

delivered their premium brand to the web in an effort to increase global awareness of their coveted

flagship product.

The Kingfisher homepage is everything you would expect from the Indian-based brand. It is

colorful and noisy (although the score sounds more Caribbean than Indian) and theres plenty of

animation to enhance the viewing experience. Areas of the site that are well worth a visit include

theFun n Beersection, where you can send E-cards to your friends or have a chuckle at theBeer

Jokes; theFoodsection, which is a must for lovers of Indian cuisine; and the Worldsection, which

contains information about the history of United Breweries and the Kingfisher brand itself.

Unfortunately, the facility to order Kingfisher beer and apparel online only exists for residents of

Bangalore at present, so from an E-tail perspective, the site is limited to a fraction of its own

indigenous market.

This feeling of constraint is also extended to other site areas and there are several sections within

Kingfisher.com that are weak in terms of content and will need substantial embellishment if United

Breweries are to make full use of the web as a marketing tool. The Sports pages are a goodexample of this as they simply contain a handful of paragraphs on Kingfishers sponsorship of past

sporting events, rather than evangelizing what associates the emotional aspects of the Kingfisher

brand with its chosen recreational partners.


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ICEBERG FOODS LIMITED

About Company

We are quality pet performs manufacturers in India with state of the art technology husky injection

molding system. We can offer preforms in 28 mm pco in 24,27.7,42& 48 GM. All performs are

approved by Pepsi. We use 100 % virgin material (Pepsi approved).

We can sign long term contract and have a manufacturing facility at present of 300,000

preforms/day.

Company Profile

Company Name:- Iceberg Foods Pvt. Ltd.,Country/Territory:- India

Address:- 1006, Raheja Centre, Nariman Point,, Mumbai,

Maharashtra, India

Products/Services We Offer:-

We offer international quality(Pepsi approved) pet

preforms in 28 mm pco neck in 24,27.7,42& 48 GM

processed on husky injection molding system. Can

manufacture 300,000 preforms/dayBusiness Type:- Manufacturer

Industry Focus:-Packaging Product Stocks , Packaging Related

Machinery , Packaging, Printing Projects ,Geographic Markets:- WorldwideNo. of Employees:- 50 PeopleAnnual Sales Range (USD):- US$1 Million - US$2.5 MillionYear Established:- 1998Legal Representative/CEO:- Bharat Shah

SALES DEPARTMENT

We have following sales staff in Rajasthan sales team:


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Sales Manager - One

Area Sales Manager - Two

Sales Officers - Ten

Kingfishers Sales department along with the names and duties of each staff member

is given below.

1.3 PROBLEM OF THE ORGANISATION

MANAGER SALESMr. Mayur Tiwari

ASMMr. R.S.Rathore

ASMMr. Surendra Singh

Sales OfficerMr.Bhagwan

Sales OfficerMr.R.K.Shar

Sales OfficerMr.Anwar

Sales OfficerMr. Mahipal

Sales OfficerMr.Kamal

Sales OfficerMr.Prashant T

Sales OfficerMr.Kirti Bhatt

Sales OfficerMr.Vinod

Sales OfficerMr.Arvind

Sales OfficerMr.Bhagwa


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There are many problems which organization is facing to keep an existence in the market.These are:-

a) No proper knowledge about product in the market. People`s perception about theproduct is that its a SODA.

b) Sometimes there are problems with bottle packaging as per the complaints of theretailers. Like bottle puffing, gas leakage, shortage in numbers of bottles from carton.

c) Another product of the company which is in competition of pack that is RC COLA .So, company can`t help out this problem.

d) Company is following pull up strategy instead of push up. Retailers do not haveproper knowledge about the product. So information is not passed to customers.

e) The sales force of the company is not working up to the level.

f) RC COLA has introduced only one flavor product and in todays scenariocustomers taste and preferences are changing. So, its very hard to make them stick to oneflavor.

g) Retailers are demanding for product only when there is rise in demand. They donot keep ready stock with them.

h) They are not ready to keep product in front desk. As other give them high margins.

i)No stress on massive advertisement of the product.

1.4 COMPETITION INFORMATION


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The branded fruit juice market in India is estimated to be worth Rs 500 crore organisedbeverage market (nectars, drinks and juices combined) and the segment is growing at about30 per cent per annum.Big players like Dabur, Pepsi and Godrej are already in the market and in view of the swiftgrowth in the market; newcomers like Surya Foods and Agro, Mother Dairy, Ladakh Foods,

Pioma Industries have come into the market with new products in the recent years.

Details about the big Competitors.

1. Dabur Foods

Dabur Foods introduced for the first time in the Indian market Cranberry juice - RealCranberry Nectar. An innovative product from Dabur Foods' portfolio, Real CranberryNectar is exotic fruit juice nectar, available in 1-litre packs. According to sources, Real

Cranberry offers the exotic flavor and nutritive value of cranberries, rich in vitamins,minerals and antioxidants, which make it a healthy beverage.Dabur Foods' flagship brand, Real offers the largest range of fruit juices, which are anassortment of traditional Indian and international flavors - orange, mango, tomato,pineapple, mixed fruit, grape, guava, litchi and cranberry. Real Fruit Juice is a packaged, 100per cent preservative-free fruit juice brand offering consumers the great taste and wholesomenutrition of freshly squeezed juice in a hygienic and attractive pack.Dabur Foods is the only juice company in India and among the top 5 companies in the worldto use the latest spin cap tetra pack, cold fill technology and spill-proof double seal cap forpackaging. Real Fruit Juice is India's first and only packaged Fruit Juice brand to get SGS(Societe Generale de Surveillance) certifications for high safety standards used in packaging

that conform to the stringent HACCP and GMP standards.

2. Pepsi Co`s

Tropicana has launched a sub-brand Tropicana Tropics and is introducing new flavors mangonectar, guava pulp and litchi juice under this brand. It may be recalled that Pepsi hadlaunched mango and litchi flavors earlier under its fruit drink brand 'Slice' in returnable glassbottles. Tropicana juices have 80 per cent fruit pulp content. At present Tropicana have aboutseven flavors in the market - apple, pineapple, orange, apple orange, grape and mixed fruit.The company is now working on building the same capacities for other fruits like guava,

pineapple, papaya pulp, grapes and pomegranate. PepsiCo teamed up with Punjab AgriExport Corporation for a joint citrus cultivation project in 2003 in Punjab.

3. BISLERI


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Bisleri is one major competitor of kingfisher pacakaged drinking water . It has set up a state-of-the-art manufacturing facility in Jaipur , with an investment of Rs 25 crore.

The plant has a capacity of producing 1.5 lakh liters of packaged drinking water bottles per

day. , the one-liter bottle in cartons is available in supermarkets and malls in and aroundjaipur for Rs 60. B P Agarwal, Chairman, Surya Foods and Agro Ltd, said that though thejuices are currently available only in the northern markets, the company has a plan to launchit in the south in near future.

SWOT ANALYSIS


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W E A K N E S S E S

After sale service was not up to the mark.

Promotion of product was poor.

The company is having a small sales force with low morale and professionalism.

Packaging of the product is not attractive.

Poor distribution channels & irregular visit in the market.

Company was unable to provide chilled water .

S T R E N G T H S

Company was having very strong customer loyalty.

Brand image is very high than its competitors.

Purification process was comparatively high..

Latest technology of production was the basic advantage for company.

Good market coverage in service.

Companys offerings are comparatively lower than the nearest competitors like Bisleri,

Aquafina, and Lehar, Belly.

Its sales officers has got easy access within the corporate

Large product basket.

Efficiently trained sales force and advisors


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Public Relation & Promotional activities are inadequate Jaipur city.

Local players like Esseau, Health plush are growing at a very fast rate especially at bus

stands and railway station area.

O P P O R T U N I T I E S

Wide market still remains unexplored

They can have large customer base.

There is a very large untapped market in the rural area.

People are getting more health conscious

Municipalities are supplying impure water.

Strong brand image of Kingfisher also become USP for shops, offices, & institutes

Persistent water scarcity

Can increase its market shares by advertisements and aggressive marketing. Company can us

more of its production capacity.

Company has license to serve package drinking water in all over India so company can easily

go for other states in order to tap the large unrepresented market.

New services could be attached e.g. after sales services.

More emphasize should be given to 2 ltr. Bottle as there is less no. of competitors.

T H R E A T S

Bisleri, Aquafina and other companies are serving packaged drinking water in all over India.

Competition from other companies and well-established brands operating in the market.

Consumers are becoming more brand loyal rather than quality conscious.

Attractive schemes are provided by the competitors for their brand promotion.


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CHAPTER II


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RESEARCH METHODOLOGY

OBJECTIVE OF STUDY:OBJECTIVE OF STUDY:

The overall objective/aim of the study is to assess the modes to increase the sell of Kingfisher

PRIMARY OBJECTIVE-

To determine the retail penetration of RC COLA and kingfisher packaged drinkingwater market.

SECONDARY OBJECTIVE-

Sales Promotion through push marketing.

2.2 Scope of the study

As the researcher was placed in Kingfisher PDW & RC SODA, Jaipur Market forundertaking research as a requirement of the partial fulfillment for the award of the Master

in Marketing Management, the universe of the study is limited to Kingfisher PDW & RC

SODA.

.

METHOD OF STUDY:METHOD OF STUDY:

The entire survey was planned with a view to collect data and provides feedback to

Kingfisher PDW & RC SODA, Jaipur about its household distribution of Kingfisher.

For that purpose, household distribution of Kingfisher a questionnaire was developed by me

with the help of my internal guide and my training officer of Kingfisher.


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SAMPLING:SAMPLING:

The universe was Kingfisher PDW & RC SODA Jaipur. All retailers were the respondents in

the present study. The questionnaires were administered randomly on various retailers.

TOOLS OF STUDYTOOLS OF STUDY

The study was based on information given by Retailers. This was done with the interviewing

different personnels and the information received from them.

2.3 RESEARCH METHODOLOGY

For the project to be successful in collecting valid and reliable information, it is necessary to

anticipate all the steps that must be undertaken in planning and designing a research project.

It is on the best part of the researcher to divulge the

procedure adopted by him to carry on the specific project at the behest, so that a reader can

assess the validity and effectiveness of the study.

The process of describing the research process is termed as Methodology.

The project assigned to me DESIGNING AND IMPLEMENTING MARKET STRATEGY

PLAN . Is an exploratory cum descriptive research? Exploratory study as the name indicates it

is analysis of retail penetration ofRC COLAPACAKEGAED DRINKING WATERin Jaipur

market as it is a newly launched product, with respect to other brands.

Descriptive studies are designed to know the characteristics of retailers or the degree to

which retailers varies with their own perception or their characteristics.


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Sources of Data :-

I have collected the information from Primary and secondary sources as well. The sources

were as follows:-

i.) Primary Source: -The information was collected from large number of respondents who

were retailers. Respondents were approached with questions on the basis of interview method and

observation consisting mainly close-ended questions.

Data Collection Method :-

The study of retailers is done through personal focused interview, which contains structured

questions.

There are following reason for using survey method: -

i.) This method provides enough flexibility for generalization.

ii.) It permits researcher to come in direct contact with the problem, which demands to

study.

This method permits better objectivity and definite analysis could be made. Average and

percentage could be computed easily.

SECONDARY SOURCES

Annual report

Files/ document

Manual of the organization

Books & Project reports


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Sampling Design:-

Sampling universe:- confectioners, juice corners, general store, sweet shop, betel shop and

highway shops.

Type of sampling:-Non- Probability

Total sample size:- 200 retailers

Sample Area: - JAIPUR.

Sample unit: - Retailers

Sample collection technique: - survey Method, Personal interview.

Sample collection Duration:- 50 days

Sampling procedure:-purposive sampling

Data representation technique:-Pie Chart

Data analysis instrument:- All the data has been analyzed on the basis of percentage basis.


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RESEACH PROCEDURERESEACH PROCEDURE

1. First of all, a list of competencies, for the Retailer as well as the Consumers was

prepared, which would be grounds for assessing them.

2. Then, questionnaires were prepared, one for Retailer as well as the Consumers

3. At Jaipur various Shop are there Grocery shop, Retail Outlet, Shopping mall etc.

4. Here the Retailer and the Consumers were interviewed and then the questionnaires

were filled by them.

5. After filled the questionnaires by the all Retailer, we collected the questionnaires

paper by self.

6. The collected data was analyzed and concluded were drawn accordingly. This was

all done in excel sheets and word pad wherein the conclusions have been

supplemented with pictorial representations.


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2.4 LIMITATIONS

1. Time constraints (availability of one and half month)

2. There may be wrong selection of sample.

3. Statistics may not be true for all the time because it is completely based on estimation.

1. The project is based on a sample size of 200 retail shops. So, exact result may be differ while taking overall.

4. This survey was restricted to local areas of Jaipur.

2.5 Managerial usefulness Of study

1. For the purpose of Research & Development

2. To explore the new market for PDW and RC COLA .

3. It is also useful for the academic institutes for practical knowledge,

4. It is also useful to establish the brand image of the product.

5. Findings are very useful for the officials take quick decision-making


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3.Conceptual Discussion

MANUFACTURING PROCESS

I. Purification Process

Purity and safety are two major factors taken care in sourcing and processing of Kingfisher water.

Underground spring is carefully selected based on its portability and pathogen free water. Great

care goes in tapping this source. Only water below 25 meters is tapped. This is to avoid any

surface contamination to percolate and mix with underground water source. Area surrounding the

water collection tube at the surface is protected and kept clean.

II. Processing and Quality Assurance

The casing tube itself is protected with stainless steel mesh to give a preliminary filtration to the

water. Ultra filtration gives water reduction in turbidity and adds sparkle activated carbon purifier

to remove color and odour in water

Reverse osmosis membrane has porosity of less than 0.01 micron the process renders water free o

microorganisms and also reduces dissolved solids

To ensure Kingfisher packaged drinking water is held safe free from contaminations, ultraviolet

treatment and ozonization process is carried out. Ozone is unstable trivalent oxygen, a verypowerful bactericide with no side effect, as it disintegrates into oxygen within couple of hours.

Sterilization effect of ozonised water continues even after water is packaged, thereby ensuring

safety of Kingfisher up to its final packing. To ensure high quality of packing materials,

components like caps and bottles are manufactured in-house from resins of quality suppliers.

Good Manufacturing Practices are stringently followed at all times. Processing is religiously

monitored at every stage. Testing source water, processing parameters, microbial quality,

packaging material integrity and finally, shelf life studies, forms an integral part of quality and

safety assurance plan. Quality checking: Quality is checked by sampling method as a batched test

at every stage of beer manufacturing even quality of bottle is also checked before actually using.


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Production: 70,000 to 80,000 bottles per day.

ROYAL CROWN COLA

EVOLUTION OF THE PRODUCT

In 1933, Claude Hatcher, still president, died and H.R. Mott who had

been with the company for thirteen years took over as chief executive.

One of the first tasks that Mott undertook was the development of a new cola drink. Rufus Kamm,

chief chemist, developed the syrup for what was to be called Royal Crown Cola, named after

Hatchers original ginger ale.

During the dark days of the depression Royal Crown Cola, shortened by the consumer to RC Cola

was selling in the 12 ounce bottle for just 5c a bottle. In 1940, Mott moved to Chairman of the

Board and the title of President was passed to C.C. Colbert. For the collector of Royal Crown cities

bottles, two basic label variations are noted. The first variation is the "pyramid" bottle, one of the

most dynamic and colorful bottle labels. This label was produced from the mid 1930's to the mid

1950's. All bottles contained 12 ounces and were either aqua or clear glass. The value range for

cities collectors is from $12.00 to $18.00. The second group of bottles has the same red/yellow

color combination but without the pyramids. All of these bottles were produced from the early to

late 1950's. The size range was 8, 10, and 12 ounces, and only aqua glass color has been noted.

The value range is from $4.00 to $8.00 to brand and cities collectors.

Cobert retained the presidency until 1955 and directed the company through a period of

rapid growth. By the end of1940, the company's products were marketed in 47 states, and

nationwide advertising campaigns featured many of the Hollywood celebrities.


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MARKETING PROGRAMS

From our well-trained marketing team to our unique merchandising

programs, Royal Crown Cola International's worldwide marketing efforts have been developed

with two goalsto establish and promote a global brand identity and to help our bottlers better

serve their customers.

RESEARCH AND DEVELOPMENT

A commitment to state-of-the-art research combined with some old-fashioned American ingenuity,

has kept Royal Crown Cola International and our bottlers and distributors on the cutting-edge of

new products, packaging and testing. Our innovative ingredients and unique formulations have

helped Royal Crown Cola International remain both competitive and at the forefront of changing

consumer taste trends.

TECHNICAL SERVICES

At Royal Crown Cola International, product quality is our top priority. Whether we're helping you

build a new facility from the ground up or working to ensure that your existing plant has the latest

state-of-the-art technology, our team of manufacturing experts is on call to assist you through the


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entire bottling process. In addition, our experienced engineers, chemists and food technologists are

available to help you safeguard the quality of the finished product.

CHAPTER IV


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DurgaPura Area

Market Share

KINGFISHER14%

BISLERI

27%

AQUAFINA

17%

BALLY

24%

OTHERS

18%

DURGAPURA

Durgapura area is the situated outside of the city. Here Bisleri is the market leader with 27%

market share. After that Aquafina with 17% and after that Kingfisher with14%,Bally have 24%

market share . Other occupied 18% market share. Reason behind of this low market share is poor

supply of distributer.

Market Summary

Total Out-Let Visited 22


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KF/KK Presence 11

Good Presence of KF/KK 5

Not Presence 11

Pratap Nagar

Market Share

KINGFISHER

18%

BISLERI

28%AQUAFINA

22%

BALLY

12%

OTHERS

20%

PRATAP NAGAR

In Pratap Nagar Bisleri capture 28% market, Aquafina 22% and with 18% market share Kingfisher

stand on third position, Bally captured 12% . Others which include like Kinley. McDonald and

local player capture 20% market share. Reason of this low market share is unawareness about the

product.

Market Summary


KF/KK Presence 12


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Not Presence 12

New Sanganer Road

Market Share

KINGFISHER

48%

BISLERI

14%AQUAFINA

8%

BALLY

18%

OTHERS

12%

SANGANER

It is one of the busy place of Jaipur, and Kingfisher is market leader with 48% market share

followed by Bisleri and Aquafina with 14% and 8% market share & Bally have 18% of market

share. Others with 12% market share.

Market Summary


KF/KK Presence 27


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Not Presence 8

Tonk Road

Market Share

kingfisher

29%

bisleri

20%

aquafina

15%

bally

21%

others

15%

TONK ROAD

Kingfisher is market leader in Rambag with 29% market. Bislery capturing with 20% market.

Bally , Acquafine and others are taken 21%,15% and 15% market.

Market Summary


KF/KK Presence 14


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Not Presence 11

SODALA

Market Share

KINGFISHER

20%

BISLERI

24%

AQUAFINA

18%

BALLY

23%

OTHERS

15%

SODALA

According to our survey Bisleri is the market leader with 24% market share, Aquafina with 18%

and Kingfisher is with 20% market and Bally with 23% market.. Others players occupied 15%

market. In this area poor supply is the main problem.

Market Summary


KF/KK Presence 9



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Not Presence 12

AMER ROAD

Market Share

KINGFISHER

32%

BISLERI

28%

AQUAFINA

16%

BALLY

14%

OTHERS

10%

AMER ROAD

In this area Kingfisher taking 32% market. After that Aquafina and Bisleri with 16% and 28%

respectively and Bally has 14% shere. Others are taking remaining 10% market of PDW.

Market Summary


KF/KK Presence 12



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Not Presence 8

KHATIPURA & JHOTWARA

Market Share

KINGFISHER18%

BISLERI

19%

AQUAFINA

24%

BALLY

26%

OTHERS13%

KHATIPURA &

JHOTWARA

From the above graph it is clear that Aquafina is leading in the market with 24% share. Bally and

Bisleri are on 2nd and 3rd place with 26% and 19% market share respectively. Kingfisher has only

18% of market. And others has 13% shere.

Market Summary


KF/KK Presence 9



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Not Presence 13

PINKCITY AREA

Market Share

KINGFISHER

14%

BISLERI

29%

AQUAFINA

16%

BALLY

21%

OTHERS

20%

PINKCITY AREA

In the area of Pinkcity- Bisleri is the market leader with 29% market share after that Bally with

21% and then aquafina with 16% and Kingfisher has 14%. and finally Others capture 20% market

in PDW.

Market Share


KF/KK Presence 19



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Not Presence 25

STATION ROAD & SINDHI CAMP

Market Share

KINGFISHER

24%

BISLERI

23%AQUAFINA

14%

BALLY

18%

OTHERS

21%

STATION ROAD & SINDHI CAMP

As the graph clearly show that there is close fight between Kingfisher and Bisleri with 24% and

23% of market. after that Bally with 18% market and aquafina with 14%.. Than others capturing

21% .

Market Summary


KF/KK Presence 12



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Not Presence 12

MALVIYA NAGAR

KINGFISHER

28%

BISLERI

30%

AQUAFINA

18%

BALLY

15%

OTHERS

9%

MALVIYA NAGAR

According to our survey in Malviya nagar, Bisleri is the market leader having 30% share.

Kingfisher has 28%, Aquafina has 18% and Bally has 15%. Others eating 9% 0f pie.

Market Summary


KF/KK Presence 18


Not Presence 20


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CHAPTER V


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FINDINGS

Most of PWDs consumers use Bisleri because it is most branded and trustworthy.

Consumer who use kingfisher product branded name of UB group. And rational price.

Kingfisher is third largest in jaipur city. Bisleri holds first position. Followed by Acquafina.

Kingfisher has good supply chain. And availability of staff and team.

People were saying :

Kingfisher is in beer segment, not in water segment.

Kingfisher soda get flat very soon in compare to its competitor.

Retailer says that customer does not demand for PDW.

Packaging is not at all attractive as compare to its competitors.

The bottle is breakdown very easily.


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Service is not available at the right time.

Customer gives headache if we dont give the brand of his choice.

CHAPTER VI


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CONCLUSION & SUGGESTIONS

After sale services should be improved.

Regular visit should be maintained for proper supply.

Increase no. of distributors.

More schemes may be launched by the company and organization.

One week credit facility or one bill due system may be introduced.

Sales promotion tools such as key chains, pens, banners, racks, note pads, stickers may be

given to the retailers.

Counters outside hospitals, cinema halls, at bus stands & at the tourists areas should be

given special consideration.

Packaging should be standardized & made attractive.

More experienced candidates should be appointed as sales officers.

Catering service providers should be taken care of.

We should focus on the costumer more than the retailer for that local advertisement would help us

more like in local newspaper and magazines.


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We suggest you to organize some small camps like medical camps or some awareness camps to

explain rural people that KINGFISHER is also a health caring stuff with mineral water under

their belt.

Action plan for covering the sample population

There are four major segments selected for the jar and dispenser business:

Hospitality industries : Hotels, restaurant, Bakers & confectioneries Ice cream parlors,

bars, and catering services.

Institutional sales : Factories, Export house, Scholl& Education institution and hospitals.

Offices & Households: Commercial complexes, main market, residential flats & housings

colonies.

Retail segment: All Panwalas, general store, and Juice & Ice cream parlors.


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APPENDICES

QUESTIONNAIRE

9.1 TODEALER:-

Are you satisfied with the supply facility of Iceberg with regard to final delivery?

1) Yes 2) No

How is the customer response?

1) Positive 2) Negative 3) Neutral


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Are you satisfied with the offered margin?

1) Yes 2) No 3) No Answer

TO CUSTOMER

Which product do you use in PDW?

1) Kingfisher 2) Bisleri 3) Aquafina

4) Other

What sort of image do you have regarding our products?

1) Excellent 2) Good 3) Average

4) Poor

Are you satisfy with the quality of the products?

1) Strongly satisfied 2) Satisfied 3)Not satisfied4) Cant say

Which attribute do you like most in our product?


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1) Packaging 2) Quality 3) Price

4) Others

What changes you want us to work on?

1) Packaging 2) Price 3) Quality

4) Advertising

EXHIBIT-01

RATE LIST

9.3.1 PACKAGED DRINKING WATER

Size Brand Name Rate Per Case (RS.)

1 Ltr. Kingfisher 90

Aquafine 100

Bisleri 113

Intimate 60

McDowells 84

Yash

Bally 70

Kinley 110Himalya 180

2 Ltr.S Kingfisher 125

Bisleri 153


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Bally 110


Bisleri 40


Bisleri 55

Bally 40

PACKAGED DRINKING SODA

Size Brand Name Rates Per Case(RS.)

500ml Kingfisher 145

Lehar 216

Kinley 192

1.5 ltr. Lehar 198

ROYAL CROWN COLA

Size Price Bottles Scheme

300 ml. 205 24 ---

600 ml. 444 24 + 42 ltr. 360 9 + 1


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EXHIBIT-02

SCHEMES

KINGFISHER

1 Ltr. Packaged drinking water, Rs. 115, 1 case+4 bottles extra.

KINLEY

3 case of packaged drinking water ( any size), 6 glasses free.

AQUAFINA


2 Ltr. Pepsi, Rs. 387, 1 case+ 4 bottles of Aquafina extra.

LEHAR

500 ml soda, Rs. 216. 1 case+ 2 bottles extra.

BISLERI



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BIBLIOGRAPHY

1. Philip Kotler, Marketing Management, 11th Edition.

2. www.kingfisherworld.com

3. www.goolge.com

4. RC cola

5. Kothari C.R., Research Methodology: Methods and Techniques, 2nd Edition.

6. www.rccolainternational.com


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Nirmal Singh Kingfisher Final Project

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